Sustainability, without the lecture.
A sports-first platform that turned choosing aluminum into a fan behavior, built with Colorado Avalanche goaltender Scott Wedgewood and Denver Nuggets forward Christian Braun and deployed across Ball Arena, Altitude TV, and social.
Recycling is generic. Choosing isn't.
Ball had a messaging problem. Their previous campaigns asked fans to recycle, but recycling is a generic behavior. It doesn't clearly separate aluminum from plastic, and it asks people to act after consumption instead of influencing what they choose in the first place.
In 2025, Ball's Strategic Partnerships team made a deliberate shift: stop talking only about recycling and start talking about choosing aluminum. They needed creative that could drive that behavior change across a passionate Denver sports audience — inside Ball Arena, across social, on Altitude TV, and through partner integrations.
One behavior. Two athletes.
Brand Revolution brought Aluminum Assists to life as a sports-first platform built around one simple behavior: choose aluminum. Fans were rewarded for everyday choices — grabbing a can at a bar, picking up a pack at the store, or showing up to a game at Ball Arena.
To make it feel native to sports culture, we built a spot series around Colorado Avalanche goaltender Scott Wedgewood and Denver Nuggets forward Christian Braun. With only a 60-minute window per athlete, the concepts had to be simple, funny, and performance-driven — leaning into personality and game-day energy for a clean comedic engine: sustainability, without the lecture.
Built for every fanbase.
Each spot got its own key art, built in team colors with a cast of can-and-bottle characters made to feel at home courtside and rinkside alike.
Not asking fans to recycle. Getting them to choose.
Aluminum Assists gave Ball a sharper, more ownable role in sports culture: not just the brand asking fans to recycle, but the brand turning aluminum choice into part of the game.
The campaign made circularity feel active, rewarding, and fan-driven. It connected Ball's sustainability mission to real-world behavior and gave the brand a flexible creative platform that could move from the arena bowl to broadcast, social, retail, and partner channels without losing the idea.
The platform is still moving — the next round is already in development.
